Factors of formation and development of the museum image

Currently Russian museums are in the process of adapting to the economic and socio-cultural dynamics associated with the problems of the market and globalization in the sphere of culture. Gradual departure from the system of state planning and regulation determined the actual need for transformation of the business activity of the museum, which includes the process of formation and development of the museum image. The ambiguous perception of the phenomenon of the “image of the museum” in the scientific and professional spheres is connected to a certain extent with fears of a decrease in the axiological standards of museum activity. New methods of solving this problem are associated with the identification of factors for the formation and development of a positive image of the museum in the sociocultural space and a broad cultural context. The analysis of historiographical, source resources, empirical research base allowed distinguishing two groups of factors - internal and external, influencing the process of formation of the museum image. Internal factors include the level and quality of museum management; inclusion of each employee in the process of maintaining and forming the image; the level of the museum material, technical and scientific-practical base; innovativeness and dynamism of corporate training; socio-demographic profile of the institution. External factors can be structured as the following: natural (natural-climatic, ecological, ethno-demographic) conditions and circumstances; socio-cultural (integration of cultural institutions, regional socio-cultural space, museum networks); information and communication (publishing activities of the museum, digital technologies, virtual reality). Analysis of the influence of these factors on the process of forming the image of the museum, based on specific examples, details the essence of the topic. The article considers both the positive and negative effects of the above factors. Consequently, the theoretical and practical intersection of significant circumstances contributes to the creation of a unique image of the museum in different contact groups. The study and systematization of the reasons, the driving force of both spontaneously and purposefully created image, allows optimizing the work of the museum as an institution capable to adapt to modern cultural, political and socio-economic conditions of Russia, to integrate into the world museum space.

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